Advertising Campaign

City of Wetaskiwin: Small City, Big Opportunities

Winner
Submitted ByThe City of Wetaskiwin

Purpose of the Project 

In 2024, the City of Wetaskiwin launched an ambitious and comprehensive advertising campaign under the tagline “Small City, Big Opportunities” designed to attract both residents and business investors.  The campaign leveraged the momentum of the Alberta Advantage Immigration Program (AAIP), specifically the Rural Renewal and Rural Entrepreneur streams which target economic immigration beyond the large, urban centres.  

Recognizing Wetaskiwin’s affordability, location near the Edmonton International Airport, and areas of opportunity, the City developed a multi-pronged marketing initiative aimed at driving both domestic and international investment.  The domestic campaign focused on digital advertising, targeted print placements, and video content to attract interest from Ontario and British Columbia. Simultaneously, the international component focused on three key global markets including Vietnam, India, and China, through trade missions and translated marketing materials published in international site selection and immigration publications.

Effectiveness/Meeting Objectives

The campaign successfully advanced Wetaskiwin’s reputation as a welcoming, business-friendly community and achieved impressive results across all channels. Through three international trade missions, Wetaskiwin’s Economic Development team conducted:

  • 30 investment presentations
  • 113 one-on-one meetings with international investors
  • Secured 22 agreements of interest
  • Resulted in over $2.4 million in confirmed commercial investment

The digital campaign generated:

  • 572,370 total ad impressions
  • 9,059 clicks
  • Over 14,000 unique visits to Wetaskiwin’s investment and relocation web pages
  • Over 180,000 combined views on two YouTube promotional videos:
    • Small City, Big Opportunity (80K+)
    • Welcome Home to Wetaskiwin: The City We Share (100K+)

In addition, Wetaskiwin experienced a 3.6% population growth and welcomed 27 new businesses in 2024 alone, a clear indicator of the campaign’s success in translating interest into tangible outcomes.

Challenges & Changes Made

One of the key challenges was ensuring that marketing content resonated across diverse cultural and linguistic backgrounds. The City collaborated with international partners and cultural advisors to translate its investment materials into Mandarin and other relevant languages. This multilingual accessibility significantly improved investor confidence and engagement.

The campaign also ensured that storytelling reflected the lived experience of newcomers and entrepreneurs by showcasing real people and businesses who had successfully relocated to Wetaskiwin.

Target Audience

 The campaign targeted:

  • International investors in Vietnam, India, and China
  • Domestic audiences in Toronto and Vancouver, piggybacking off the Province of Alberta’s Alberta is Calling campaign

Strategically, the campaign promoted Wetaskiwin’s lower cost of living, proximity to major transportation corridors, and supportive small-city lifestyle with elements that resonate with families, entrepreneurs, and investors alike.

Sustainability: 

The campaign’s long-term impact is rooted in its concierge-style approach to economic development. Every investor and entrepreneur is connected with a dedicated economic development officer who provides customized support—from business planning and permits to launch day logistics and incentive navigation. This level of personalized service ensures that businesses aren’t just attracted to Wetaskiwin but they are set up to succeed and grow.

“Small City, Big Opportunities” is more than a slogan, it’s a promise being fulfilled through sustained, meaningful economic development.

Supporting Documentation

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